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It turns out purposely messing with your targeted ads isn't a good idea

Facebook is convinced that I am a young mother with a love of kraken-themed decor.

Unless you count my cat, who is 11-years-old and the animal equivalent of the grumpy old man from Up, I absolutely do not have a child. But for the last six months, my feed has been inundated with ads for baby products, from nasal suction devices to teething toys that look like plush versions of a bad acid trip.

Over the summer, my cat underwent a veterinary procedure that, to spare the nasty details for the faint of heart, required me to dab antibiotic ointment on his butt twice a day. Because he had a knack for getting out of his cone of shame and getting ointment everywhere, I put him in diapers for the day after the surgery. But diapers made specifically for pets are absurdly expensive, so I bought a pack of (human) infant diapers online and went on my cat owner way. I started seeing ads for baby products that night.

I know big tech companies have too much on me already. I've been on social media since I was 10-years-old, entering my email and date of birth on Neopets and Club Penguin, so my data has likely been tracked for more than half of my life. I'm online for a majority of my day, and I've accepted the fact that my digital footprint runs too deep for me to ever truly go off the grid.

Which is exactly why I've started fucking with my ads.

It's not just weird baby products. I've been curating my ads to show me extremely specific cephalopod-shaped home decor. After months of carefully engaging with ads, I've finally cultivated what I want to see on my Facebook feed.

Image: screenshot/morgan sung

SEE ALSO: All the social media opt-outs you need to activate right now

I'm not the only one. Caroline, a Twitter user who tweets under the handle @defundpoppunk, also curates their ads. After clicking on specific Facebook ads, they managed to prune their feed like an artisanal algorithm — a concept first floated by Twitter user @JanelleCShane — into a masterpiece: Unreasonably baggy pants.

It's like a cursed personal data-laden bonsai tree.

I click every ad I see on Facebook for weird pants in an effort to train Facebook to show me the weirdest pants. I think it's finally starting to pay off: pic.twitter.com/nS1oMl1Mv7

— olivia colman's oscar (@defundpoppunk) March 12, 2019

Caroline says they searched for jogger-style pants before, and has been getting ads for them ever since. For weeks, they've been clicking on any ad featuring "vaguely interesting-looking" pants.

Like me, Caroline is fed up with the unending lack of privacy we have, and started engaging with their ads just to mess with them.

"So at first it was a little bit of private trolling just because I know e-comm [e-commerce] people take their click through rates really seriously," they told Mashable through Twitter DM. "But then once I started my targeted ads actually changing, I got a little more deliberate about it out of curiosity."

Aside from being an "amusing reminder that everyone is being tracked online constantly," as Caroline said, playing with targeted ads is like playing a game.

There's something deeply satisfying about knowing that even though I as an individual can't really stop power hungry tech giants, I'm giving them a digital middle finger by engaging with the "wrong" ads. It's the online version of the Florida man who runs into hurricanes with heavy metal and American flags. Realistically, messing with my ads won't shroud me from the inevitable tracking that comes from being online, but it feels like I'm making it slightly more inconvenient for large corporations to know everything about the real me.

Shoshana Wodinsky, a tech reporter at Adweek, gets why deliberately polluting your targeted ads is entertaining.

"These kinds of big tech platforms are really powerful," she said during a Skype call. "They're like multibillion dollar companies and the fact that they screw up sometimes is kind of funny. Part of it's definitely punching up, but part of it's like, even these behemoths are somewhat fucked up."

Wodinsky has also experimented with purposely muddling her digital presence; she once changed her Bitmoji to be pregnant to see if it would affect her targeted ads. (She told Mashable that she is very much not pregnant, and during her interview, she said that the only children she has are her two cats.) Although she said it started "as a joke," she wondered how far she could take it.

"Realistically, I know that me pretending to be pregnant isn't going to do anything, but it's kind of like looking outside of the fishbowl," she said. "It's fucking over the big businesses, and who doesn't like to do that."

i gave myself a pregnant bitmoji to see if it would screw with the way ads are targeted toward me and..... im here to tell you that nothings changed pic.twitter.com/SmfWkpRGys

— שוש (@swodinsky) February 13, 2019

fb thinks im preggers,,,,,, success

— שוש (@swodinsky) February 13, 2019

Less than half an hour after creating the Bitmoji, her ad interests included "motherhood" and "breastfeeding."

It's unclear what prompted Facebook to include those options in her interests — it could have been her Bitmoji, or it could have been the fact that she tweeted about it.

Realistically, just clicking on and engaging with specific ads won't do much to your digital footprint; if you really wanted to go deep, you'd have to change your entire online behavior. Your ads aren't just targeted based on what you interact with on specific social media platforms, but what you search and interact with across the entire internet. Thanks to the cookies Facebook uses to track users, regardless of whether or not you're logged in, you can leave fingerprints all over the web. Truly tricking the algorithm would mean a complete overhaul of your search habits, your social media, and whatever personal information is publicly available.

Meddling with your ad preferences by intentionally engaging with them sounds like a harmless prank, but it might have a dark side. Dr. Russell Newman, a professor at Emerson College who specializes in internet privacy, surveillance, and political communication, worries that any engagement with ads can have long term consequences.

"You might feel like you're exercising some bit of control, but in fact, you have none," he said during a phone interview. "There are unknown ways that the game you are playing right now will affect your future existence, and you won't really be able to know."

Newman stresses that we really have no idea what information can be pulled from our online interactions, and how it can be used in the future. Because internet users are "seen in a particular way, quantified in a particular way, and identified in a particular way," he says, engaging with certain ads and showing a preference for certain ads can preclude certain options. He worries that engagement like this can affect life-altering factors like credit score. It sounds far fetched, but Newman said convincing advertisers that my cat is actually my baby, for example, could possibly affect my future health insurance premiums without me even knowing.

"All the decisions that are going to be made about you going forward," Newman said. "Or the rest of your existence, are going to be based on the truth provided digitally."

Washington Post editor Gillian Brockell experienced the insidious side of online advertising last year. Shortly after she delivered her son, who was stillborn, the credit company Experian sent her an email prompting her to "finish registering" her child to track his credit for life. She noted in a viral Twitter thread that she had never even started registering her baby, and it was particularly cruel that companies wanted his information after his death.

I find this hard to believe. I'd been using Experian to check my credit regularly, & I'd never received any spam like this from them before, just a monthly email saying my report was updated. + the ad didn't say “family protection solution.” it said “register your child.” 3/ pic.twitter.com/dUPRxyWRKH

— Gillian Brockell (@gbrockell) March 12, 2019

"These tech companies triggered that on their own, based on information we shared, Brockell wrote in a piece reflecting on how she never asked to be targeted with parenting ads. "So what I’m asking is that there be similar triggers to turn this stuff off on its own, based on information we’ve shared."

Newman emphasizes that while Google, Facebook, and Amazon market themselves as a search engine, social media network, and online marketplace, respectively, the companies have a greater goal: advertising.

"It's notable that you're saying, 'My privacy is gone, so I'm just going to roll with it,'" Newman said during a phone interview. "The problem isn't that your privacy is gone, the problem is that we don't actually have a nationwide regime set in place in regards to privacy."

Luckily, there are a number of ways to scale back on ad tracking, from opting out of social media data collection to using private browsers.

Here's the bottom line: It turns out messing with my targeted ads probably wasn't a good idea. As satisfying as it is to make it slightly more inconvenient for advertisers, purposely engaging with ads for kraken-specific products is less damaging than limiting the data that advertisers can hold over me. Since my conversation with Newman, I've stopped haphazardly clicking on strange ads and opted out of sharing across my social media presence.

But old habits are hard to break, and I admit that when I'm scrolling through Facebook before bed, I'll still linger on ads that include octopi.

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#_author:Morgan Sung #_uuid:649b666d-c788-3e44-a782-9379dd2624d2 #_category:yct:001000002 #_lmsid:a0Vd000000DTrEpEAL #_revsp:news.mashable

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